Garden of the Gods Collection INFLUENCER MARKETING CAMPAIGN Summer Local Series

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Shanon Franklin
6 years ago
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1 Garden of the Gods Collection INFLUENCER MARKETING CAMPAIGN Summer Local Series

2 MARKETING OBJECTIVES Increase brand awareness in local markets such as Colorado Springs, Denver, and Boulder Increase social media following SITUATIONAL ANALYSIS Garden of the Gods Collection is a luxury resort and country club that has dazzled guests in Colorado Springs for over 60 years. Each of the 56 spacious suites features a balcony overlooking the towering red rocks Garden of the Gods National Landmark and snow-capped Pikes Peak. With competitors in Colorado Springs such as The Broadmoor and Cheyenne Mountain Resort, Garden of the Gods Collection needed an effective, yet low cost and low risk solution to capture and increase market share for their upcoming summer high season. In the months before the launch of its new International Health & Wellness Center, as well as the onboarding of a new chef, completion of new tennis courts, and various other upgrades to its lodging and amenities, the team at Garden of the Gods Collection partnered with Screen Pilot to use local influencers and social media personalities to bring hyper-local brand awareness to the property. Drive direct bookings

TARGET AUDIENCE Affluent women, ages 25-65, residing in the Denver Metro Area, Boulder, and Colorado Springs RESEARCH, PLANNING & IMPLEMENTATION Screen Pilot s Digital PR team began researching

3 TARGET AUDIENCE Affluent women, ages 25-65, residing in the Denver Metro Area, Boulder, and Colorado Springs RESEARCH, PLANNING & IMPLEMENTATION Screen Pilot s Digital PR team began researching appropriate influencers and social media personalities based on the campaign s marketing objectives, target audience, and Garden of the Gods Collection s brand pillars and overall brand aesthetic. It was decided that two campaigns would each span two different themes - one romantic travel, the other to serve as inspiration for a women s getaway weekend. Once personalities were identified, the Screen Pilot team acted on behalf of Garden of the Gods Collection to make an introductory pitch, develop a story with the individual personalities, negotiate with both property and influencers to develop content strategy agreements and amenities trades, created the perfect itinerary for each stay, worked with the local Chamber of Commerce partners to add experiential elements to each story, ensured that alldeliverables were met and executed, and that content was shared across all channels - including the Garden of the Gods Collections own social media platforms. MESSAGE Through this influencer campaign, Garden of the Gods Collection wanted to communicate the following points to potential new audiences via these specific personalities: Garden of the Gods Collection is an affordable and attainable luxury option in Colorado Springs for Coloradans. The Collection is more than just a resort and is home to an International Health & Wellness Center, renowned golf course, fitness options, and is in close proximity to well known Colorado Springs attractions. Booking direct through a trusted source, and not an OTA, results in savings through offers only available on the property website.

SOCIAL MEDIA ROMANTIC TRAVEL RESULTS Facebook & Instagram

April : 432 (nearly a 50% increase mo/mo) Increase in

6% Increase in Facebook Page Engagements: 46.

4 SOCIAL MEDIA ROMANTIC TRAVEL RESULTS Facebook & Instagram New Followers (April 12-16): 198 Total New Followers in April : 432 (nearly a 50% increase mo/mo) Increase in Facebook Page Impressions mo/mo: 56.6% Increase in Facebook Page Engagements: 46.2% I ve never been to a pool before with the backdrop of the mountains, and it was so beautiful!

Engagements mo/mo: 55.7% Increase in Facebook Page Impressions mo/mo: 56.

5 SOCIAL MEDIA WOMEN S GETWAY WEEKEND RESULTS Facebook & Instagram New Followers (May 13-16): 158 Total New Fans/Followers in May: 315 Increase in Engagements mo/mo: 55.7% Increase in Facebook Page Impressions mo/mo: 56.6% Obviously no girls weekend would be complete without room service and a trip to the spa.

Additional Campaign Deliverables: more than 70 high-res photos All of your photos have made me want to go to Colorado!

6 SOCIAL MEDIA PEOPLE ARE SAYING... RESULTS Website Campaign Web Sessions YTD: 280 New Users: 175 Pages Per Session: 4 Total Direct Bookings (both campaings): 66 Additional Campaign Deliverables: more than 70 high-res photos All of your photos have made me want to go to Colorado! I m hoping to plan a trip this year! Instagram user Ah, well, I m ready for my vacation!! Instagram user Wow! This place looks and sounds amazing! I need to go there one day! Article comment, Rachel T.

7 ROMANTIC TRAVEL LAUREN KAY SIMMS - APRIL 12-14, WOMEN S GETWAY WEEKEND LACY SPRUCE, ABBY MILLER, LEAH BEHR - MAY 13-15, GRIFFIN SANDBERG Director of Partnerships gsandberg@screenpilot.com Direct:

FY 16 Additional Budget Recommendations

FY 16 Additional Budget Recommendations Budget Level: $500K Budget levels include $500K: Production Adara Paid Search Destination Network Beach TV Facebook with Additional Video Production Adara Adara